Post by amirmukaddas on Mar 14, 2024 6:53:48 GMT
Just like the senses, brands, in their marketing campaigns, can stimulate a positive reaction to the purchase through feelings and emotion . The objective is to stimulate purchasing through affective experiences and strong emotions. One of the brands that works best in this sense is Coca-Cola. Actively involving the consumer: the cognitive experience Another lever in Bernd Schmitt's experiential marketing theory is cognitive experience, i.e. stimulating the consumer to carry out a specific creative action in exchange for a reward. The goal is to stimulate the user's creative thinking through surprise, provocation and intrigue. In the advertising field it requires the decoding of advertising messages with little text, through creative association. Think campaigns are widely used in the technology field and beyond. Clapperboard, motor…ACTION! The marketing of the Act The marketing of the act aims to stimulate action on the part of the consumer. An action that will revolutionize and change his habits, causing a real change, from which he can obtain an improvement in his living condition. The most cited case is that of Nike and its claim "Just do it".
Relate marketing This last lever of experiential marketing can contain elements of the previous levers and, combined together, aims to stimulate a sense of community and belonging in the individual. Feeling part of a community, of having certain ways of thinking and acting in common with other people, can be a strong stimulus to action for any person. The consumer, by relating to members of his own Denmark Telegram Number Data community, develops a sense of belonging to that group and thus affirms his own social status. Examples could be the community of motorcyclists or enthusiasts of a certain car brand, as well as the passion for a sports team or the community of fans of the technological products of a given brand. The same thing can be true for fashion enthusiasts, who feel part of the same community by wearing that item or accessory. Conclusions Experiential marketing and its levers, perfectly outlined by Bernd Schmitt, define a new way of marketing by companies, which must put aside old methodologies and tools, as well as concepts, in order to continue to survive and thrive in this world.
Concepts such as target customers now seem to be part of the past, in which the consumer was "bombarded" by advertising and sterile messages, in which companies self-proclaimed their products as the best around and every company is always a leader of some market niche. Schmitt makes us understand better how times have changed. Today we look to the internet, to Big Data to define consumer preferences, to artificial intelligence to respond to their needs in a personalized way, to the globalization of purchasing behaviour, which creates global communities on which to leverage to increase sales . Consider, in this case, the consumer as unique and, as such, the relationship between brand and subject must be active and made up of give and take.
Relate marketing This last lever of experiential marketing can contain elements of the previous levers and, combined together, aims to stimulate a sense of community and belonging in the individual. Feeling part of a community, of having certain ways of thinking and acting in common with other people, can be a strong stimulus to action for any person. The consumer, by relating to members of his own Denmark Telegram Number Data community, develops a sense of belonging to that group and thus affirms his own social status. Examples could be the community of motorcyclists or enthusiasts of a certain car brand, as well as the passion for a sports team or the community of fans of the technological products of a given brand. The same thing can be true for fashion enthusiasts, who feel part of the same community by wearing that item or accessory. Conclusions Experiential marketing and its levers, perfectly outlined by Bernd Schmitt, define a new way of marketing by companies, which must put aside old methodologies and tools, as well as concepts, in order to continue to survive and thrive in this world.
Concepts such as target customers now seem to be part of the past, in which the consumer was "bombarded" by advertising and sterile messages, in which companies self-proclaimed their products as the best around and every company is always a leader of some market niche. Schmitt makes us understand better how times have changed. Today we look to the internet, to Big Data to define consumer preferences, to artificial intelligence to respond to their needs in a personalized way, to the globalization of purchasing behaviour, which creates global communities on which to leverage to increase sales . Consider, in this case, the consumer as unique and, as such, the relationship between brand and subject must be active and made up of give and take.